Cold To Google, Viacom Partners With Joost - InformationWeek
02:13 PM
Connect Directly
Building Security for the IoT
Nov 09, 2017
In this webcast, experts discuss the most effective approaches to securing Internet-enabled system ...Read More>>

Cold To Google, Viacom Partners With Joost

The downloadable video playback application uses peer-to-peer technology to distribute video files in a secure environment.

Viacom Inc. today announced a content distribution partnership with Internet TV startup Joost, just weeks after the media giant's relationship with Google fell apart.

Under today's agreement, Viacom's MTV Networks, BET Networks, and Paramount Pictures will supply television and film content for Joost's supposedly "piracy-proof" online video platform. Terms of the deal were not disclosed.

Joost is a downloadable video playback application that uses peer-to-peer technology to distribute video files in a secure environment. The company was co-founded by Niklas Zennstrm and Janus Friis, who also co-founded Skype.

The Joost application is available for Microsoft Windows or Apple's Mac OS X (Intel hardware only) to select beta testers. A Linux version is in development.

Last August, Viacom's MTV announced that it was working with Google to distribute ad-supported content from MTV through Google's AdSense program for Web publishers. That arrangement represented a "time-capped test," according to a Google spokesperson, and has been discontinued.

Earlier this month, Viacom's relationship with Google suffered an abrupt reversal when Viacom, unsatisfied with Google's ability to police the posting of unauthorized content on YouTube, demanded the removal of more than 100,000 video clips to which it claimed ownership.

On the IP Democracy blog, Cynthia Brumfield, president of media research consulting firm Emerging Media Dynamics, observes that the Viacom/Joost deal represents a repudiation by major media companies of Google's approach to copyrighted content.

"There can be no doubt that this is a humbling piece of news to the Googlers who have managed to tick off most of the traditional media businesses with their purported hard-ball negotiations," says Brumfield. "Google, it is said, lobbed a veiled threat to Viacom (and other TV content providers) that it would not use its content protection system for filtering copyrighted video on YouTube works unless it had a deal in hand with the content provider."

Joost's future, however, remains far from assured. The company has to convince Internet users to download its application in order to view what's already more or less available in a Web browser through YouTube, not to mention a legion of similar sites and services. Content deals with the likes of Viacom may provide sufficient differentiation to make Joost popular, but there's a risk that content owners, in trading Google's reach for Joost's security, may end up shying away from their online audience.

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll